Relationship marketing in Pasargad Bank
Abstract
Nowadays, maintaining and developing the capabilities of the organization depends not only on providing top-quality services, but also on the ability to attract customers and faithful them by creating favorable conditions. Relationship marketing is an important tool that can provide these conditions for customers. The purpose of this research was to investigate this factor and its impact on brand quality. The statistical population included the customers of Pasargad Bank in Tehran. In order to collect data, after determining sample size by Cochran formula to the extent of 384 individuals, the standard questionnaires were used. The method of the present study is quantitative research that has been conducted in descriptive method. The face validity was determined by management professors and the reliability was determined by relevant software and Cronbach’s alpha. Descriptive and inferential statistical tests were used to test hypotheses and finally, the results of structural equation modeling showed that providing favorable conditions by relationship marketing can affect the quality of Bank and also attract customers.